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Direct Marketing Services
When talking about direct marketing services, the product has a very special position, as it constitutes the most substantive element in any marketing offer. A good product is the number one weapon in the marketing man's arsenal. Almost everything that we come across in our daily life is a product. All of them have some utility behind them; all of them cater to and satisfy the needs of some people. So, in simple terms, we can define a product as a "need satisfying entity."
Marketing starts with the identification of human needs, and culminates with the satisfaction of these needs. It is by offering something that the marketing man achieves this culmination. And this "offering" is the product. The job of marketing is to make the product and the customer meet. When the product wins over the customer, it marks the consummation of marketing.
A product is not a mere non-living object; it is not a mere assemblage of matter- physical and chemical. Utility alone is not the function of a product. A product means something more than a physical commodity. People associate meanings with products; they derive satisfaction from the non-utility aspects of a product as well. Products have an identity or a personality of their own. The utility aspect of the product is but one component of the product personality.
Features like the brand name, the package, the labeling, and the manufacturer's name and prestige all go into direct marketing services and play a pivotal part in the personality build-up of the product. And this total personality of the product, or the "total product offering," is the real tool with which a marketer satisfies a customer. Products are almost always combinations of the tangible and the intangible. To the buyer, a product is a complex cluster of value satisfactions. The generic thing by itself is not the product; it is merely the minimum that is necessary at the outset to give the producer a chance to play the game. It is the playing that gets the results.
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